The Power of Algorithms in Social Media: Beyond Herbert Marcuse's One-Dimensional Man

Dendy Muris, Andi Mirza Ronda, Andre Ikhsano

Abstract


This study attempts to reflect Herbert Marcuse's one-dimensional man thinking in relation to the use of social media. Using a literature study method, this study highlights how social media is used in everyday life amidst the power of capitalism. In terms of social media use, user activity will produce data to be analyzed by algorithms, and the results will be used to form and organize the types of information that users have the potential to access. The algorithmic process in turn makes social media users not need to make serious efforts in choosing information content. This condition, where social media users are controlled by algorithmic technology, reflects Marcuse's thinking about one-dimensional man, where modern and capitalist society today no longer has the ability to think critically. Marcuse then views consumerism as a form of control that deceives individuals; they feel they are already in the midst of a democratic society. In fact, they are only directed towards an authoritative style of power. However, Marcuse in this case does not offer a way out of the trap of capitalism so that humans can return to being two-dimensional. Through this study, researchers will try to explore Marcuse's advanced thinking about one-dimensional man developed by Andrew Freenberg regarding Democratic Rationalization. If Herbert Marcuse analyzed the rationality of technology in the phase of the human dimension towards a single and repressive direction, Andrew Freenberg based his thinking on the view that technology does not always work by following the rules of capitalism. On the contrary, technology is very likely to be used as a medium to mediate and transform society to be more democratic.


Keywords


social media; algorithm; one-dimensional man; Herbert Marcuse; Andrew Freenberg

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References


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DOI: http://dx.doi.org/10.52155/ijpsat.v49.2.7087

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